Brand new online shopping destination Atelier-To-Go.com is aiming to put the personal touch into online shopping. Like shopping with your cool but fun best friend, the site offers up a curated selection of the seasons key pieces from brands such as Carven, IRO and Lara Bohinc. Its mission is to take the slog out of searching for that dream summer dress, perfect pair of trousers or first-date heels. As it launches today, we caught up with founder and CEO, Jacqueline Stuart, to find out more.
1.Who is the Atelier-To-Go woman?
Every woman I know - busy, working women who have little time to shop, but a love of fashion. My ambition is to cater for women looking for a sharp edit of new season must-haves.
2. What does this site offer that other online retailers don't?
A fresh tone and approachability. We want to try and get across that sheer enthusiasm for fashion that we as a team - and most women in general I think - have for fashion. We are also lucky enough to have ELLEs amazing Stacey Duguid as our monthly columnist. Her tone chimes exactly with us - a woman who is in love with fashion, but isn't a slave to it.
3. What are the key pieces for SS13?
We try not to predict key pieces - rather, we spotlight what we love right at that particular moment. For instance, we've just shot the most delectable mint green Carven jacket and a mango sheer L'Agence blouse.
4. Tell us about your five spotlight¹ designers for SS13 and how you chose them?
Rebecca Minkoff, Lara Bohnic, Halston Heritage, L'Agence and Paper London. The key to our brand selection is the "oooooh" factor - that feeling when you see something so lovely you can't help but touch it. For our first season, we wanted a sophisticated, contemporary feel to our curated collections. We love the story behind each label too.
5. How will you provide a personal touch?
When users sign up to the site they can personalise their offering using the "My Fashion File" feature, a natty little filing system where you can save all your favourite designers, colours, sizes and shapes. This is something we are going to develop further as the site evolves - watch this space!
Check out the site here at atelier-to-go.com